People Also Ask (PAA) is a dynamic Google SERP feature that displays a series of related questions alongside their answers, helping users explore topics in greater depth. Unlike AI Overviews, each PAA answer includes a clickable link to the original website, offering an opportunity for websites to drive traffic by appearing in these results.
The PAA box continuously expands as users interact with it, revealing additional related questions and answers based on search intent. Digital marketers and SEO professionals can increase their chances of ranking in PAA by incorporating well-structured on-page FAQs and implementing FAQ schema markup, which signals to search engines that certain sections of content contain commonly asked questions with direct answers. Because PAA results often appear near the top of search pages, securing a position in this feature can enhance visibility, establish authority, and attract organic traffic.
